Situational Analysis Of Ford Brand

900 Words4 Pages
Customer loyalty, marketing communication, and branding are all essential elements of any marketing strategy undertaken by a company in a bid to promote its brand image with an ultimate goal of increasing their sales through continuous customer loyalty (Kottler & Keller, 2003). A brand strategy is a development plan a company puts in place for its products and services. Marketing communication, on the other hand, entails informing customers and potential customers of product and service offerings of a company with an aim of attracting and retaining them in the long run (Kottler & Keller, 2003). Lastly, customer loyalty is an outcome of always giving customers a great experience while using the company’s products and services. It basically involves a preference by customers to use the products of a company as compared to the other brands available in the market regardless of their price. This is the major goal of most businesses (Kottler & Keller, 2003). Ford is no exception. When it comes to its F-series, careful situational analysis has to be conducted if the product life cycle of this truck series is to be extended despite the fact that it has been on the market for over 35 years.
Situational Analysis
Ford’s Strengths and Weaknesses: The Company’s major strengths are its strong brand image, innovative processes and its supply chain globally. The strong brand image contributes considerably to the attractiveness of the brand which has a positive impact on customer loyalty.

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